Redefine Meat has announced its debut launch within European retail. Debuting in the UK and the Netherlands, six new products will be available to consumers for order via UK online retailers Ocado, and Dutch retailers Albert Heijn and Crisp.
The new-meat retail portfolio offering consumers four minced-based products and two pulled meat products. These include Redefine Beef Mince, Redefine Lamb Kofta Mix,Redefine Premium Burger, Redefine Bratwurst, as well as the Redefine Pulled Pork and Redefine Pulled Beef. The retail products are sold in consumer-sized packs straight from the freezer to provide a longer shelf life and significantly reduce waste. The company’s whole cut range, including flank, will be launched as part of a new chilled product range in supermarkets next year.
Eshchar Ben-Shitrit, CEO and co-founder of Redefine Meat, commented: “The biggest barriers to mainstream plant-based meat adoption remain product quality and versatility. With our success in food service, we believe we have the ideal mix of product quality and variety to disrupt the retail segment in a big way. Key to achieving this is having the right retail partners, such as Ocado, Albert Heijn and Crisp, who symbolise premium quality products. Together with these incredible partners, we are taking the first step in building a new-meat category in retail and make a significant difference in meat consumption by driving more consumers to high-quality, sustainable food.
“Over the next 12 months, we will continue to aggressively execute our go-to-market strategy to get our products directly into the hands of consumers fastest, including more products, a brand-new chilled products range and expansion into new countries.”
Olivia Small, buying manager at Ocado, added: “We’re pleased to be the first retailer in the UK to sell Redefine Meat, offering consumers new versatility and innovation in plant-based meat products. With one of our key missions being to offer our consumers ‘unbeatable choice’, this range was a natural fit with our unrivalled range of premium products.”
Marieke Keijsers, category manager at Crisp, also shared: “With our selection of products, we want to make the world a bit more tasteful. And that is not just about the flavour, but also about the future proofing what is on our plate. If you want to switch to a more plant-based diet, Redefine Meat is a great solution. It is high-quality plant-based range that cannot be missing from our digital shelves.”
